1 What is the core product that the Mini offers compared with the mainstream BMW range? Why do you...

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1 What is the core product that the Mini offers compared with the mainstream BMW range? Why do you think BMW was prepared to invest so much to have the Mini in its range?
2 How could the Mini’s core product be translated into tangible, augmented and potential products as represented in Figure 6.1? To what extent might the planned changes to specifications and components in 2008 affect the brand image of the Mini?
3 What are the advantages and disadvantages of using an existing brand name for this new product launch?
4 Why do you think the Mini has been so successful in the US?

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Tanmoy · Accepted Answer

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Table of Contents
Answer 1.	3
Answer 2.	4
Answer 3.	5
Answer 4.	7
References	8
Answer 1.
	The car can be segregated into three phases. These are core, tangible and actual or augmented. The core phase is the stage where the product is nascent. This stage cannot be considered as a product. The core product is actually the idea which details the utility that can be derived by the consumer by using the product. It is the ultimate requirement which is fulfilled due to which the product is being made. 
	According to the case study, BMW and Mini deals in the manufacturing cars. In the year 1960, there was no small cars available. It was Mini car which was actually the first smallest car which had high variation. The core product of Mini car was that it was fuel efficient, economical and the price was low. The core product of BMW is that it consists of unique feature, high-quality and comfortable car. 
	BMW acquired the Mini cars in the year 1990s. There were no small cars launched by any other companies or in the product line of BMW. Hence, the brand image of Mini for the small cars was really strong and was considered as an important brand in the small car segment for BMW. 
	Further, BMW segregated its Mini car brands into Mini One, Mini Cooper and Cooper S. There were approximately 6000 advanced orders and 2500 orders from London during the UK Launch. The demand for mini in the car industry was very high. Hence, in the year 2004, Mini company invested approximately 208 million pounds and also sold the cars in almost 73 markets globally. 
Answer 2.
	The core product of Mini car can be translated into tangible, augmented and potential figures which can be drawn as below:
Potential product: It consists of basic specifications and cheap components.
Augmented products: It consists of the additional which does not themselves form an intrinsic element of the product.

1 What is the core product that the Mini offers compared with the mainstream BMW range? Why do you think BMW was prepared to invest so much to have the Mini in its range? 2 How could the Mini’s core...

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